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As a company operating in a regulated industry, operating with integrity is part of our DNA.

William Hill is licensed in 12 countries, including the UK, Italy, Spain, the US, Gibraltar, Malta, and Sweden. Compliance with the regulations that covering our licensing obligations is a core part of our day-to-day activities and is built into our business.

For instance, there are three licensing objectives set out by the UK Gambling Commission that underpin our operating policies and procedures:

  • Ensuring that gambling is conducted in a fair and open way;
  • Protecting children and other vulnerable persons from being harmed or exploited by gambling; and
  • Preventing gambling from being a source of crime or disorder, being associated with crime or disorder, or being used to support crime.

In addition, we have signed up to the UK Betting and Gaming Council’s Code of Conduct, which can be found here.

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Treating customers fairly and openly

We make available a comprehensive set of rules in our betting shops and online that detail the terms and conditions under which all transactions placed with William Hill are accepted, and have specialist customer service teams for shop, telephone and online customers to respond to their needs.

We want customers to feel they are treated fairly and openly, and endeavour to resolve all betting disputes in a clear and equitable manner. When a customer disagrees with our decision, they can refer to the Independent Betting Adjudication Service

Protecting children

Gambling is an adults-only activity and we are fully committed to preventing under-18s from gambling.  We devote significant resources to minimising any risk of accepting bets from minors as well as adopting clear policies around age gating on social media.

In our betting shops, we use a ‘Think 21’ approach, requiring colleagues to seek proof of age from any customer who appears to be under 21 and we ask individuals to leave if they are unable to provide that proof. Every shop undergoes independent age verification tests and we ensure we maintain a consistently high pass rate.

In Online UK, new age verification procedures were introduced in May 2019 meaning all customers are checked on registration, which resulted in a doubling of the number of checks conducted annually. We have clear processes to ensure our advertising content complies with ASA CAP and BCAP codes and does not appeal to children, and have strengthened controls regarding affiliates in this area. Our content is labelled 18+ and includes ‘BeGambleAware’ messaging and age gates are applied on social platforms.

Preventing crime


One of the principal benefits of having a regulated gambling industry is the ability to keep crime out of gambling.

We take crime prevention extremely seriously and devote considerable people and financial resources to this area. Betting shops can be a target of crime, in part because they are a cash-based environment. As well as adopting rigorous processes and safe working practices, we have invested in high definition CCTV in all shops, the adoption of safe havens across the estate and the use of StaffSafe – a monitoring and intervention system to protect colleagues in shops.

Through robust security measures, we have significantly reduced crime over the last decade. Against 2008, robberies are down 74%, burglaries are down 72% and cash-in-transit incidents are down 69%. Incidents of violence in the workplace remain a concern and we hold around 100 anti-social behaviour workshops for shop teams and other colleagues each year, often in collaboration with the local police.

Anti-money laundering

We are an active member of the Gambling Anti-Money Laundering Group which has adopted best practice guidelines on anti-money laundering.  Our Online business is subject to the 4th EU Anti Money Laundering Directive and in the UK we also adhere to the Proceeds of Crime Act 2002.

We have dedicated risk management teams employing more than 70 people full-time in monitoring and investigating suspicious activities in Online and in Retail.  Where relevant Suspicious Activity Reports (SARs) are filed and in 2018 we submitted 687 SARs either to the National Crime Agency (NCA) or Gibraltar Financial Intelligence Unit (FIU) and received 379 law enforcement or financial institution enquiries that required investigation. We believe these numbers illustrate our rigorous approach and ongoing diligence in this area, the total numbers are extremely small, when set against our large customer base of over 2 million people.

We use ‘Know Your Customer’ and ‘Enhanced Due Diligence’ checks against customers depositing more than €2,000 in a given year.  In addition to these, we conduct source of funds/wealth checks on customers with high deposit levels.

Sports betting integrity

Integrity in sports betting is essential to the industry in ensuring we address a range of potential gambling-related issues.

The integrity of the sports on which our customers bet is an essential part of that experience and we work collaboratively with sports and relevant bodies to help maintain this integrity.

We have robust systems in place in all the locations where we operate that help us efficiently identify and act upon unusual or suspicious activities.

We are members of the International Betting Integrity Association in Europe and the new Sports Wagering Integrity Monitoring Association in the US, which were established with leading regulated sports betting operators to monitor suspicious betting patterns.

In the case of potentially fraudulent activity being identified by our internal monitoring mechanisms, notably in our trading teams, IBIA reports this activity to the relevant sport’s governing body.

We have a number of memoranda of understanding with sports governing bodies such as the British Horseracing Authority, the Scottish Football Association, the English Football Association, Rugby Football Union and the Tennis Integrity Unit. We work closely with these sports bodies in sharing information and best practice on sports integrity issues related to betting.

In the UK, we are actively involved in the Sports Betting Integrity Forum established by the Government and the Gambling Commission, which has developed the Sports Betting Integrity Action Plan.

Health and safety

The health and safety of our colleagues and customers and those who come into contact with our business is of paramount importance to us.

Our Chief Executive Officer has overall responsibility for health and safety, and we have systems in place to set our policies, to implement them and to monitor and audit how we perform, drawing on external expertise in key areas.

In the UK, since 2012 we have had a Primary Authority relationship with Westminster City Council, which means they are given full transparency on our health and safety management systems, including the health and safety objectives as overseen by the Board’s Corporate Responsibility Committee, and we benefit from their informed advice on related issues.

We have periods of time when colleagues are lone-working in our betting shops. In making the decision to allow this, we conducted risk assessments of each shop and also took account of the Health & Safety Executive’s lone-working detailed guidance. When we made changes to our approach to lone-working in 2014, we undertook an extensive four-month trial in 400 shops and made a range of security changes prior to implementation. The impact of the changes were thoroughly assessed after implementation, looking at a number of areas, including colleague welfare and security.

The changes were made without significantly impacting our colleagues, customer service or compliance obligations.

Tax policy

Our primary objective is to maximise shareholder value in all aspects of the Group’s business activity. We manage our taxes in the same manner as we manage our business – in a manner expected by our shareholders and consistent with our core values.

You can view our UK tax strategy here.

Modern Slavery

We are committed to conducting our operations with honesty and integrity, and with respect for human rights and the interests of our employees and shareholders.

The Modern Slavery Act 2015 requires large UK businesses to publish a statement describing the activities they are undertaking to prevent slavery and human trafficking in their own business operations and supply chain.

Our commitment to human rights and our people
William Hill actively maintains a zero tolerance approach to slavery and trafficking in all its forms, in any part of its business or supply chain, continuing to apply the UN Guiding Principles on Business and Human Rights and core labour standards set out by the International Labour Organisation.

Our Code of Business Conduct has been approved by the William Hill PLC Board and sets out the basic principles that we expect all to comply with across the Group. This is supplemented by more detailed policies and procedures in a number of areas, which are communicated to employees and other stakeholders as appropriate. Our policies operate within a framework to comply with all relevant laws.

Download our current statement here

Previous Statements
February 2018
February 2017